Will YouTube Viewers Click 'Shop' Instead of 'Skip' on Pre-Roll Ads?

Wayfair digital sales leap while testing new feature

Google wants to see if viewers will shop instead of skipping retailers' pre-roll ads on YouTube.

The digital video giant today announced that its TrueView ad product will now come with an optional "click to shop" button on pre-roll spots. The new button will often appear adjacent to the "Skip" button that YouTube fans know very well.

A few brands have been testing the ads, which allow viewers to click through to e-commerce pages and add items to their shopping carts.

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